社會企業推廣永續時尚之研究

Abstract

快速時尚講求衣服便宜，穿完就可以扔掉的情況下，伴隨著製造過程中的汙染，乃至於產生資源浪費，讓地球承受更多的壓力。然而，快速時尚為主流的情況下，卻有一些社會企業以強調永續時尚為理念，為環境保護盡一份心力，永續時尚下的產品，以環保取向為主，不論是產品製造過程、設計風格、消費形態等，都以降低環境負擔、倡導永續發展為目的。基此，本研究目的揀選四研究案例，了解個案對象推動方式、過程及遇到之問題，研究方法以深度訪談方式，了解個案對象及行銷方式。 研究結果發現永續時尚概念在臺灣目前受到少數人關注，尚在起步階段，未來有很大的發展空間，在臺灣有各類型永續時尚的社會企業，其產品都各有擁護者，把永續時尚觀念透過各種管道傳達給民眾，但社會企業能夠持續營運下去是非常重要的，由於生產成本較高會反映在售價上面，在銷售產品上面確實會遇到困難，其原因就是人工成本高和手工製成，沒辦法量產，價格無法降低。最後建議以不同的行銷方式、提升自身社會企業知名度或者利用社會企業相互合作的方式推廣永續時尚，若是越來越多社會企業投入，加入社會企業的行列，推動的力量更大，使越來越多人關注這個議題認識。

Fast fashion emphasizes that clothes are cheap and can be thrown away after they are worn. The pollution in the manufacturing process and even waste of resources will put the planet under more pressure. However, in the case of fast fashion mainstream, there are some social enterprises in order to emphasize the concept of sustainable fashion, and make a contribution to environmental protection, sustainable fashion under the product in an environmentally-oriented. Regardless of the manufacturing process, design styles, consumption patterns are all aimed at reducing environmental burdens and advocating sustainable development. Based on this, the purpose of this research is to select four research cases to understand the promotion methods, processes and problems encountered by the case objects. The research method uses in-depth interviews to understand the case objects and marketing methods. The results of the study found that the concept of sustainable fashion is currently receiving attention from a small number of people in Taiwan and is still developing. There is a lot of room for future development. There are various types of sustainable fashion social enterprises in Taiwan, and their products have their own supporters. The concept of sustainable fashion is conveyed to the public through various channels, but it is very important for social enterprises to continue to operate. As higher production costs will be reflected in the selling price, they will indeed encounter difficulties in selling products. The reason is labor costs. The product is made by hand and cannot be mass-produced and the price cannot be reduced. Finally, it is suggested to promote sustainable fashion through different marketing methods, enhance the popularity of social enterprises, or use social enterprises to cooperate with each other to promote sustainable fashion. If more and more social enterprises invest and join the ranks of social enterprises, the driving force will be greater and more and more people will pay attention to this issue.